Maximize Your Lead-to-SQL Conversion with Regression-Backed Lead Scoring
Traditionally, most marketers have taken a “finger in the wind” approach to behavior scoring. That is to say, they scored and weighted lead behaviors based on the time investment it took for a lead to engage with a particular marketing tactic. A webinar recording that takes 40-minutes to watch would typically warrant a higher behavior…
Aligning Marketing and Sales Operations
Over the years, marketing has increasingly had more responsibility for revenue generation. Because of this, being a successful marketing operations professional requires that you learn the tools–such as Marketo and Salesforce, that are part of both your marketing and sales technology stack. Learning to speak the language that your Salesforce admin speaks, and learning how…
Facing a Marketing Automation Upgrade? These 6 Factors Will Ensure it Goes Smoothly
Facing a marketing automation upgrade can be overwhelming with the endless universe of tools available for B2B and B2C teams. Etumos offers 6 factors to ensure it goes smoothly.
Speaking the Same Language for Marketo Architecture & Best Practices
We all know how to talk about the key operational programs in a Marketo instance: Lifecycle Processing, Scoring, Data Management, etc. We know the function they serve and their importance. Although we’re talking about the same types of programs, the approach to how these programs are architected varies from company to company. We’re not all…
How to Use Lifecycle Processing to Guide and Structure Your Marketing
The backbone of a marketing automation platform is a prospect’s progression from original visitation and creation into a system all the way through becoming an active customer—driving that flow is how a prospect is treated within the system both operationally (behind-the-scenes data cleanliness) and effectively (choosing nurture communications, targeting tracks, and sales tasks). Lifecycle Processing…
